ProQ BBQ Launch

To launch the ProQ, Australia’s first 3-in-1 Roaster, Griller and Smoker, and to educate Australians on American BBQ’n techniques.

THE IDEA

Leverage influencers to get behind the cooking style, and encourage the switch to charcoal cooking.

THE EXECUTION

Accompanying detailed press releases, Men At Work executed a product launch at a local pub in Sydney to sample the food cooked on ProQ smokers. We offered influencers a first look at the units, and asked them to create recipes tailored to the ProQ.

THE RESULTS

ProQ recorded a 400% increase in BBQ sales during the period Men At Work were engaged. The ProQ gained extensive mentions across print, online and social media.